Marketing Research” by Naresh K. Malhotra is a comprehensive textbook that provides a thorough understanding of marketing research principles, concepts, and methodologies. The book is widely used in marketing research courses and is considered a classic in the field. Marketing Research” by Naresh K. Malhotra is a comprehensive and authoritative textbook that provides a thorough understanding of marketing research principles, concepts, and methodologies. While it may be lengthy and technical, the book is an invaluable resource for marketing students, professionals, and business owners.
1.Marketing Students: This book is ideal for marketing students, particularly those pursuing undergraduate or graduate degrees in marketing.
2. Marketing Professionals: Practicing marketers can also benefit from this book, as it provides a comprehensive review of marketing research principles and methodologies.
3. Business Owners: Entrepreneurs and small business owners can also use this book as a resource to develop their marketing research skills and knowledge. 1. Comprehensive Coverage: The book provides a thorough overview of marketing research principles, concepts, and methodologies.
2. Practical Examples: Malhotra uses numerous real-world examples to illustrate marketing research concepts and methodologies.
3. Clear Explanations: The book provides clear and concise explanations of complex marketing research concepts.
4. Updated Content: The latest edition of the book includes updated content on digital marketing research, social media research, and big data analytics.